Page 70 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
5.1.1.2 TO TREAT MYSELF
Our evidence shows that visiting the Duty / Tax Free offering on-board the ship to treat themselves drives for around 41% of travellers visiting a store.
This further indicates a key trend towards indulgence among Asian shoppers and plays into the context of on-board store operators looking to position outlets as high- end, luxury shopping opportunities.
With this being the case, there is also the opportunity to drive up-trading among customers visiting for this reason.
Drive visiting through offering indulgent shopping experiences, such as personal shoppers, or closed stores, and by offering specialist product ranges positioned around luxury and treating occasions.
Brands should look to support this through product and wider brand marketing in-store, promoting treating and indulgence. Samples of luxury products should also be provided to tempt shoppers.
Table 9: To Treat Myself: Proposed Actions
Proposed Actions
 Offer indulgent shopping experiences
 Do this through personal shopper services or partially closed stores,
particularly when the ship is in ports and travellers are unable to make on-
board Duty / Tax Free purchases but can pre-order items
 Introduce specialist premium product ranges targeting those looking to treat themselves; brands should support this through marketing and brand
ambassadors promoting the perception of indulgence
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